Main Objective of the assessment
The objective of this assessment is to allow you to demonstrate your knowledge of the concepts and models taught in this module, and your ability to apply
them to a real-world scenario. It tests the extent to which you have met all the learning outcomes for this module.
Description of the Assessment
You have been approached by Berocca to help them with the launch of a new health supplement in the UK. The product is targeted at students and will
launch at the start of September 2020, to coincide with the back to school period.
The name of the product is yet to be determined (you can call it product X, or suggest a name yourself).
Your job is to develop a 12-week digital media campaign for England ONLY, for the new product. You choose which product you want to focus on, and the
TWO digital media that you want to use in your campaign.

You need to conduct some research about the industry and the main target audience(s). Based on your analysis of the market, you need to decide how the
product should be positioned and promoted. You also need to justify your choice of two digital media, and explain how you will assess the campaign’s
success.
Your plan needs to include a pre-launch phase (about 6 weeks), a launch phase (about 1 week) and a post-launch phase (about 5 weeks).
Your report will be 3,000 words long and needs to contain the following elements:
1. Description of the audience that you are going to target with your digital campaign, including their use of digital technologies
2. Development and justification of a digital marketing communications strategy, including the formulation of SMART objectives
3. Development and justification of a media plan, detailing your two media choices and clear timings
4. Discussion and justification of how your campaign will be evaluated (in terms of the SMART objectives previously identified), during and after the
campaign.
You may want to use the mark allocation for guidance regarding the word count for each section.
You also need to include a summary, which should be no longer than a page, and is NOT included in the